SpongeBob, Hell's Kitchen and Beast Games achieve breakout success.
Every week we publish exclusive research about how brands are activating on the Roblox platform.
SpongeBob and Hell's Kitchen Each Perform Well on Roblox
While the Skibidi Toilet game Toilet Tower Defense continues to maintain its hold atop our monthly entertainment brand rankings, there has been some interesting movement up among several newcomers and movement down with more established branded experiences.
Monthly Visits: 51M
After quietly coming out at the end of December, this officially-licensed SpongeBob game from Wonder Works has taken off like a rocket on the platform. The 51 million visits it totaled in January is a higher monthly total than I've ever recorded from two of the all-time top branded experiences, Sonic Speed Simulator or Barbie DreamHouse Tycoon, for as long as I've been tracking branded experience metrics over the past 2+ years.
As we have seen with Toilet Tower Defense, the Tower Defense genre is popular on the platform and can lead to incredible success. Does this mean more brands will look to start making Tower Defense games? I think so.
But although Tower Defense games are popular, they do require quite a bit of liveops support to stay relevant with players. SpongeBob Tower Defense is on it's fifth update in five weeks, which means that the game is updating weekly. That's a lot of work for the development team, but it looks like it's paying off for them.
Monthly Visits: 18M
Celebrity Chef Gordon Ramsay's cooking competition show is now a Roblox experience that's doing quite well on the platform, surpassing longtime hit Barbie DreamHouse Tycoon in terms of monthly visits.
The Metavision-made experience allows players to compete in cooking contests to try and become Ramsay's next executive chef. Through the last two weeks of January, the experience averaged 310K daily visits and just under a 9-minute average session time.
Monthly Visits: 12M
Although this MrBeast-themed experience didn't have enough visits to break into the top five this month, it did accumulate enough for 7th place in the entertainment category, just behind Skibidi Tower Defense with had 13M visits.
This Roblox experience is also employing an active liveops strategy with weekly updates, tied to the release of new Beast Games episodes on Amazon Prime Video.
Here's what players can do in the experience:
💰 Compete against players in this massive multiplayer experience 💸 Earn countless Beast Bucks in every challenge to redeem at the shop 🚁 Purchase premium vehicles, fashionable pets and more at the Beast Bucks Shop 🏙️ Hangout and make friends in Beast City
Longtime Top Performers Declining in Visits
While SpongeBob, Hell's Kitchen and Beast Games are doing well, other branded experiences didn't quite fare as well in January.
Miraculous RP had 10.2M visits, down 10% month-over-month from 11.3M visits the month prior.
Warrior Cats: Ultimate Edition had 8.7M visits, down 48% from 16.8M visits in December.
My Hello Kitty Cafe had 6.7M monthly visits, and it hasn't surpassed the 10 million mark since April of 2024.
Each of these 3 games have had incredible success on the platform. And while they're not getting as many visits as they once did, they're still performing very well, especially when compared to most branded experiences.
Have a Roblox game you'd like me to write about? Send me an email with more details: steve [at] metaversemarcom.io
Stephen Dypiangco is a strategy and marketing consultant , helping brands reach young audiences on Roblox.
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